Peet's Coffee & Tea is paying tribute to its in-house experts and Santa Claus in new holiday work from Cutwater.
The "handcrafted holiday" advertising includes close-ups of actual Peet's employees inspecting beans, tasting coffee and preparing drinks like its Holiday Blend coffee, Salted Caramel Latte and Cinnamon Hazelnut Latte. In some spots, Santa's hand appears to grab a cup. In 15-second ads, piles of beans morph into shapes resembling Santa's face, a reindeer or a penguin.
The majority of the marketing push will be digital, along with sponsoring a morning TV news segment on the CBS affiliate in the San Francisco Bay area and some sponsorship on public radio station KQED. TV spots, such as one (seen here) where coffee testing happens to the tune of "Jingle Bells," are set to air only in the San Francisco Bay area.
The San Francisco Bay area coffee brand, which has been growing on its own and expanding by buying smaller niche players, hired Cutwater as its agency of record this summer.
"We haven't really done a lot of external marketing as a company in the past," said Chief Marketing Officer Tyler Ricks, who joined Peet's in 2014. "We're trying to be celebratory, we're trying to be light, we're trying to let the personality of the brand come through."
As in past years, Peet's stores will raise money for various local charities or causes during the season, and reward patrons with a free cup of coffee on Dec. 24th.
Read more about the effort on Adage.com.